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An Advertising Spreading Model for Social Networks

Volume 14, Number 6, June 2018, pp. 1365-1373
DOI: 10.23940/ijpe.18.06.p29.13651373

Jing Yia,b, Peiyu Liua, Wenfeng Liua,c, Jingang Mad, and Tianxia Songa

aSchool of Information Science and Engineering, Shandong Normal University, Jinan, 250014, China
bSchool of Computer Science and Technology, Shandong Jianzhu University, Jinan, 250101, China
cDepartment of Computer and Information Engineering, Heze University, Heze, 274015, China
dPolytechnic Institute, Shandong University of Traditional Chinese Medicine, Jinan, 250355, China

(Submitted on February 27, 2018; Revised on April 3, 2018; Accepted on May 12, 2018)


The SIR spreading model cannot fully reflect the regularity of information propagation for social networks. In this paper, based on the influence analysis on the propagation mechanism and network parameters on the process of advertising spreading in social networks, the advertising spreading model that is applied to social networks is established and corresponding dynamic evolution equations are given. Meanwhile, because there is currently no unified evaluation criteria for the validity of spreading models, the application of AEI, which is the advertising effectiveness index used to evaluate and analyze the effectiveness of spreading models, is put forward in this paper. The simulation results demonstrate that the model proposed in this paper can correctly reflect the trend of advertising spreading in social networks and accurately describe the spreading process. The validity of the model is also verified in this paper.


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